Case Study - Market entry strategy for the Polish market Case study discussing the creation of an eShop in Poland: Market entry strategy and business model with unambiguous USP's (services and webshop features)
The Background
Poland is one of the most interesting countries in Eastern Europe to create an eShop due to the rapid growth of its online market. The development of unambiguous USP's requires an analysis of the particular market standards and the competition environment. Local service providers for online marketing need to be selected and managed.
Tasks
- Research the requirements for based in Poland webshops and Discover possibilities for differentiation within the local online fashion market.
- Market analysis for the online (advertising) market and the Polish internet user behavior
- Examination of the market entry strategy
Implementation
- Benchmarking and qualitative interviews concerning:
- Frontend, backend, fulfillment, assortment, service, marketing, branding
- Desktop research and qualitative interviews focusing on the framework for the online (advertising) market:
- Internet market: internet usage, online fashion shops
- Online advertising market: comparison online vs. offline, online marketing channels and methods, collection of performance indicators
- Collection of online shop metrics: clicks, CTR, orders,average order size, CPC, CPM, commission, costs, CPO
- Find out differentiation criteria in the following areas:
- Service: delivery (time and costs), contact, payment (methods)
- Features: web shop features (e.g. entries, product presentation)
Results
- Shop concept for a Best-in-Class fashion shop in Poland: features, service components, assortment, positioning
- Creation of a catalog of requirements for necessary adaptations
- Marketing concept also considering Polish market standards.
- Selection of local experts and service providers